Ultimately, the trick is not to even try to craft a message that will engage everyone. Instead, it's much more effective to craft a hundred messages, each addressing different aspects of sustainability for different people. From Creation Care through the economics of energy efficiency to the upsurge in hipster farmers, environmentalism is not short on different messages and visions for different audiences. So by all means, let's use shock tactics and controversy, let's be opinionated, and let's raise our voices. But let's do so with our end goal, and our desired audience, in mind. That's what strategy is all about. And heaven knows the green movement needs strategy.

The best thing we can do for the planet is to sell sustainability to everyone. The worst thing we can do is to try and sell it to everyone at the same time.